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Social SellingSpeaker: Susana Landeira, Social Selling Lead, Microsoft
April 21st 2016Vancouver, Canada
Why Social Selling at Microsoft?
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Selling Goes Social
Social Selling is a tactic designed to influence buyers
earlier in the buying cycle.
Awareness
Research
Consideration
Decision
Where traditional selling currently influences buyers
It establishes sellers as industry
experts through updated online
profiles and content-based
activities.
Microsoft Confidential
The Microsoft Social Selling Program
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Microsoft Social Selling Program
SSP is based on 3 areas
LinkedIn Sales Navigator
LinkedIn Sales Navigator• Premium service that gives you greater
visibility, accessibility, and connectivity with accounts and leads
Coaching• Full-time, one-on-one coaching on social
selling, including help updating your profile, increasing your presence, and engaging more effectively
Content• Sales-enablement copy for use on your
social networks to help you engage, using tools such as Sociabble, Elevate, etc.
Microsoft Confidential
6 Microsoft Confidential6
Microsoft Social Selling Program (MSSP)
Champion
Coach
Support
Infrastructure supporting this initiative focused on 3 Key pillars
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Measuring Success: Tracking Social Influence
Training completio
n
SSI
Social-Influenced Leads
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Measuring Success: Your Social Selling Index Score Visible when you subscribe to LinkedIn Sales Navigator
Current Results
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Highly engaged social sellers are generating 38% opportunities
Microsoft Social Sellers have generated 1.7x more pipeline, have been able to influence deal revenue over 20%
Sellers who participated in the Social Selling Program closed an average of 58% more deals per rep vs non social sellers.
Social Selling Works
Microsoft Confidential
Microsoft Social Sellers are growing their Business Decision Maker (BDM) connections 1.4x faster than peers and have 4x more BDM contacts on CRM
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SSI measures how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships, which are the four elements of social selling, each worth 25 points, for a total perfect score of 100
Microsoft Canadian Sellers SSI breakdown
Total
15
10
7
21 Avg Build relationships
Avg Engage with insights
Avg Find the right people
Avg Establish your professional brand
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New Contacts
Canadian Social Sellers are consistently identifying new contacts and adding them on Dynamics CRM vs non-Social Sellers
New Contacts by audience are business contacts vs technical contacts
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Social Selling Influenced Pipeline
July August September October November December January February March
Social Selling Influenced Pipe Value
520% Increase in Social-Influenced Opportunities in Canada
14 Microsoft Confidential14
1. Establish goals for your professional social presence. What do you want your digital reputation to be?
2. Establish an official champion, coach and support (1 person or many)
3. Set up content feeds so you can curate thought leadership (Feedly, Flipboard)
4. Optimize your LinkedIn Profile Engage! Like, Comment, Forward information at least twice per week,
remember that the more active you are, you become more relevant and your SSI score goes up (set it up as a calendar reminder)
Share! Take the challenge to post an article, record a video, post pictures when you speak at an event, it is all part of building your network (Read, read, read be hungry to learn more as it will give you more ideas to write)
Be personable and authentic!
5. Use LinkedIn search to find and connect with the right people. If budget allows, sign up for LinkedIn Sales Navigator.
6. Attend customer, partner and industry events and connect on social media with leads afterwards!
Key Takeaways! Tips and Tricks to get started today -
Questions?
THANK YOU